Management and Organizational Studies 1021A/B Chapter 1: MOS 1021 Consumer Behaviour Chapter 1 Summary

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fuchsiasea-lion533

11 Jan 2012

School

Western University

Department

Management and Organizational Studies

Course

Management and Organizational Studies 1021A/B

Professor

James O' Brian

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MOS 1021A/B Full Course Notes

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The essence of marketing is discovering consumer insights . You must be relevant and engaging enough for consumers to choose your product or service . Create awareness and hype for new products. Encourage consumers to gather information/experience and buy the product. Design with the target market in mind. Marketing mix: product (features, technology, name etc. , price (competition, price plans etc. , place/distribution (retailers, stores etc. , promotion (create buzz in the market) Stand out by considering target market"s social interests, activities & media habits. Types of promotion: public relations (publicity, tv advertising (commercials during shows commonly watched by target market, print-based advertising (posters to catch attention of target market, online advertising (banner ads, search engine ads, email, microsite, point-of-sale material (displays) Consumers are busy in their worlds and not in our worlds . Never lose sight of your consumer or you may miss your window of opportunity.

Related Questions

is the term that describes the actions a person takes in purchasing and using products and services. a) Marketing b) Market Research c) Consumer behaviour d) Consumer management

3. Which of the following best describes the production orientation? a) Manufactured goods would sell regardless of their quality, because they were in short supply. b) Businesses have one or more departments specifically designed to understand consumers' needs and readily share this knowledge across departments. c) Production capabilities exceeded regular demand, competition increased and reaching new markets became more complex. d) It uses customer relationship management software. e) It uses production management software

5. Many major corporations have turned to social marketing as a tool to reach out to their consumers in a more informative and casual manner. Some are turning to official corporate blogs because: a) Blogs are personal, interactive and allow for open dialogue with customers b) They legitimize the "chief blogger" role: a trend that has been slowly emerging as an official job title not merely c) They can be a side-task for an executive d) Blogs are increasingly becoming a legitimate means of sharing information e) Both a) and c)

Management and Organizational Studies 1021A/B Chapter 1: MOS 1021 Consumer Behaviour Chapter 1 Summary

MOS 1021A/B Full Course Notes

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